Marketing MOD1 CA

Running head: Involvement purchase HIGH AND LOW INVOLVEMENT PURCHASE THROUGH THE PRODUCT DECISION MAKING PROCESS University: TUI University Course number: MKT301 Module one: High and Low Involvement Case High involvement: Cadbury’s chocolate Low involvement: Energy saver fluorescent light bulb Name Instructor Date High and low involvement products selection The product’s market always comprises of various categories of products and services, which can be grouped according to their quality, brands etc. There are two main categories of goods depending on the type of purchase involvement. In my opinion, I selected Cadbury’s chocolate, a food product to be the high involvement purchase product. Involvement level is the condition which the consumers have the freedom to choose products from the market according to the products importance and their preferences. High involvement purchase products are those that have a higher level of risk in the market due to the large variety of brands of related products. Therefore, the Cadbury’s chocolate is a high performance product since chocolate is a high involvement purchase product because, in the prevailing market, it is exposed to high competition risks due to presence of products like, coffee, tea leaves, Milo, cocoa chocolates and others. Low involvement purchase products are those that are not exposed to a lot of risks and for others the consumers may not have varieties of options to choose from. The light bulb is referred to as a low involvement purchase product because they don’t come in a very large variety, and even if there are other brands, they almost operate in the same way, may just the difference in resolution. At the same time, nobody using electricity will not use them, thus, there are likelihoods that such products are partially risk free (Cheng, 2003). The levels involvement by the consumers in the market usually has some processes that are involved in order to purchase the select products. In order to select on purchasing the two products, I took my time to make a list of all the things that I required at that point, and I realized that I needed a beverage and a lighting gadget. Secondly, I had to visit the a supermarket where a variety of goods can be found under one order to carry out some search on the availability of the products and the prevailing prices. I evaluated I evaluated on a number of beverages and chose Cadbury’s chocolate since it can be used both at any time with no profound effects and its price was relatively cheaper, though a high involvement purchase product. I also quickly bought the energy saving fluorescent bulb (Henderson, 2000). Differences between the two selected products The purchasing process of the Cadbury’s drinking chocolate had a great difference in the processes that I underwent in order to buy the two differently categorized items as low and high involvement purchase products. The Cadbury’s chocolate being a high involvement purchase has a complex process to follow in order to come with a definite decision to settle on it, unlike the lighting bulb that has less technical processes to purchase. There are five main stages that are generally followed when deciding on the best products, thus the beverage selection has to f...